April 03, 2014

Clients don't want perfect. They want excellent. And excellent is a lot harder.

Clients 99.5% of the time are not paying you to be perfect. Clients don't want perfect. (In the rare times they do want perfect, they will let you know, Justin.) Clients want excellent. Be excellent, not perfect. See, e.g., "Rule 10: Be Accurate, Thorough and Timely--But Not Perfect" of our world-famous irritating but dead-on accurate, deeply soulful, arresting and life-changing 12 Rules of Client Service.